Creating a website is a necessity for any modern business. However, the right choice of resource determines how well you can achieve your goals. Today, landing pages are in high demand, as they offer the most advantageous way to present a product and create effective motivation for potential customers. So what is a landing page and why is it needed?
What is a landing page: a simple explanation
A landing page is a truly useful tool for promoting your business. Such a website is designed to work for you, creating a positive foundation for conversions. In general, a landing page is a standalone page on the Internet designed to attract visitors. Such a website is a single page and includes a specific call to action. It tells the user: buy, subscribe, order… At the same time, buttons are created for performing the action. A landing page is, in simple terms: simplicity, specificity, and straightforwardness.
The main task of a landing page is to generate leads, i.e., users who are potentially interested in a product or service. Such a website is an optimal and affordable solution for promotion. It is perfect for email newsletters, advertising campaigns in search engines and social networks, and other marketing strategies. In addition, the page is easy to adapt to SEO queries to increase organic traffic and good search results. Landing pages are often used to collect contact information.
Landing page and regular website: what’s the difference?
The main difference between a landing page and other types of websites is its purpose. A landing page is used to collect information about users for further conversion. Such a website contains only a description of a product or service, a call to action, and a contact form. As a rule, landing pages are targeted at narrow categories of users.
As for other websites, they are most often used for numerous purposes and contain large amounts of information. They are good for conversions, increasing loyalty and trust, informing, etc. An important difference lies in their structure. Regular websites are multifunctional and multi-page. They typically feature a variety of links, sections, and content. A landing page is a narrowly focused resource designed to increase leads and conversions. There are no unnecessary links or buttons, and the text and images are carefully thought out.
The main components of landing pages are:
- catchy headline;
- relevant content;
- strong visual elements;
- description of the advantages of the product/service;
- call to action;
- form of communication;
- reviews;
- FAQ.
Benefits of a landing page for business
Given the purposes for which landing pages are used, they cannot be called universal. That is why, when choosing such a resource, you need to make sure that it meets your needs. Such a website provides the following advantages:
- Increased conversions. The website purposefully encourages people to take specific actions. It has a minimal number of distractions, which is most effective for working with an interested audience.
- Cost-effective audience engagement. A landing page is a simple and affordable website that helps focus advertising on attracting customers.
- Simplicity and intuitiveness. Such a website is easy to develop, does not create difficulties in management, and is easily perceived by visitors.
- Effectiveness for testing and analysis. With the help of landing pages, you can easily check the performance of various advertising campaigns. The site is easy to change and adapt, so analytics tools will help you choose the most effective content.
At the same time, it is not recommended to create a landing page for selling already known products, creating a brand image, or as an informational website for a company. This resource is good for launching new products, selling inexpensive goods in large quantities, forming promotional offers, and creating a customer base.
Creating a landing page that works for sales
How to create a landing page? Although a landing page is a simple website, its creation involves several important steps:
- Preparation. It is important to know the features of your product or service and understand your target audience. This will help you identify what makes a particular product useful in order to create relevant content. It would also be useful to study your competitors’ websites to identify their strengths and weaknesses, as well as to think about your specific advantages.
- Thinking through the main blocks. A clear structure is key to perception. It is built on the following principle: Attracting attention — Sparking interest with uniqueness — Creating a desire to get your product — Call to action.
- Developing a headline. This is the first thing a potential customer will see. It is important that the headline attracts attention and encourages visitors to stay on the site. The main principles of a headline are conciseness, clarity, and precision.
- Creating concise content. It is important to carefully consider the product description, its advantages, and benefits.
- Create a feedback form. Before doing so, we recommend adding a unique, motivating headline, perhaps highlighting the uniqueness, limited availability, or benefits of the offer. Add the information you need for further work to the feedback form (phone number, email address, name, etc.).
- Consider the reviews section. Reviews are a great motivator because they increase customer trust. It is best to use real reviews with real photos or even links to customer pages (with their consent).
If you are thinking about how to create a selling landing page, the website can be created from scratch or using special platforms and templates that simplify the work but have limited functionality.
What mistakes make landing pages ineffective?
If you don’t know how to create a good landing page, it can make the page ineffective. The most common mistakes when creating a landing page include:
- information overload, which confuses the user and distracts them from the main point;
- lack of a clear and compelling call to action;
- content not matching the target audience;
- lack of testing to identify the most effective content;
- unstable mobile version or its absence.
If you are unsure how to create a one-page website correctly and want to avoid common mistakes, it is best to entrust its development to professionals.